Marketing CAN be Fun, Creative & Unique
Ok, if you’re reading this, you are probably a person involved or interested in the arts and/or a small businesses person, and therefore you are by definition a creative problem-solver. What can you do to make your marketing efforts really creative and really reflect your business in a way that’s unusual – memorable for your customer and fun for you? Again, if you can make your marketing fun in some way, you’ll be more likely to do it, have better results, and move your art business further. Here’s just one way to look at your marketing tools in a new way.
Make Something Unique
Ok, you have all the traditional marketing tools, business cards, etc., and it’s either not working like you hoped or it just doesn’t feel right. What can you develop or create that reflects your business that’s unique and memorable? Here’s a couple of examples, I’m sure you’ll have seen or be able to think of more.
You’re a potter, and you make wonderful, original raku pots with an unusual glaze. What about a little raku take-away, like pottery “business cards?” Get a rubber stamp made with your basic contact info, and cut, stamp and fire away! You’re a watercolorist. Little watercolor cards, again stamped with your info? Maybe you dance – videos of bits of your dance performances on a mini-disk? Maybe you’re a shopkeeper specializing in hand-made clothes – what about a card on a string like a clothing tag?
Brainstorm. Get your family and friends to help – both in the idea and in helping make it. If they helped think of it, they’ll have more fun helping you make it. Ask what can you develop or create that reflects your business, that really express what is unique or wonderful about you and/or your business? At this point, no idea is too far-fetched – write down everything that comes to mind, you can winnow things down in a few minutes.
Choose. Develop. Create. Distribute. Once you have some ideas, pick out the ones that seem to “match” your art or business the best, and think how you can make them simply and inexpensively. Don’t go overboard! These are not end products, just little “tastes,” little reminders, teases to bring customers back.
You don’t have to give these out to everyone, have mass-produced backups for big events and everyday encounters, and save the special items for really interested folks, the ones you want to “push” a bit into becoming customers. And maybe, these special little handouts will spark an idea of how you can revamp your everyday marketing tools in a new way.
When I was at the Textile Center, I worked out an idea of a little “brochure” to help us in our first Capital Campaign. With Margaret Miller’s help, we wrote up the text, copied, folded and it sewed into a little cloth cover closed by a string and button. They were small, simple, and fun to make, used up some of the excess fabric we all have, cost practically nothing and best of all, were very effective! They literally tied the message up in a physical reminder of what we were selling – a center for textiles.
What can YOU do?